What’s Happening at The ARA Show 2026

Each year, the equipment, general tool, and event segments of the rental industry gather under one roof for one reason: to attend the annual American Rental Association (ARA) Show. With meetings, education, speeches, a grand tradeshow floor, and more, this year’s event promises to be “universally” exciting and transformative for everyone.

The ARA Show 2026 is scheduled for March 2-4, 2026 located in the Orange County Convention Center (North-South building) in sunny Orlando, Florida, with education starting earlier. The ARA Show returns to New Orleans in 2027, February 13-17. (For those planning ahead, the NFL’s Super Bowl LXI is scheduled to be in Inglewood, California, on Feb. 14, 2027 — Valentine’s Day.)

This year’s theme for The ARA Show, “Discover rental strategies for right now,” reflects the association’s focus on providing actionable insights to help businesses thrive in today’s market. Attendees can expect a tradeshow packed with solutions, exclusive show-only specials, and the networking opportunities people look forward to year over year.

“We’ve created a selection of industry-changing content and networking sessions to help you stay ahead of the curve,” says Christine Hammes, vice president of association services at the ARA. “Our goal is to create an unforgettable experience that offers both fun and value, so you can return to work refreshed, inspired, and connected.”

Trending Topics

Expect these hot topics to be discussed and explored through educational sessions and exhibitor showcases.

• AI and technology integration for operational efficiency and marketing
• Labor force strategies — recruitment and retention remain critical
• Design trends and sustainability in event rental
• Customer experience and loyalty in a competitive market

American Rental Association

Dedicated to event rental professionals, this year’s educational track is focused on the events side of the industry. EventsU kicks everything off on February 28. March 1 brings educational sessions (sponsored by Ditch Witch) and two town hall breakfasts, one each for the equipment (sponsored by Toro) and event segments. The afternoon educational break is sponsored by MCS Rental Software. The educational program will focus on innovative strategies to stay ahead with creative business approaches, streamlining processes for profitability, building and retaining strong teams, and elevating leadership skills.

Expect town halls to discuss the changing landscape on customer expectations, customer behaviors, sustainability, and new products and trends. “Our goal will be to have small, medium, and large members [on a panel], and take questions from the audience,” explains Hammes. The intent here is to address the issues in a way that those with one or two stores and those with five or more will both be able to take away some value.  

On March 2, Johnny Earle will present the keynote speech, sponsored by ARA Insurance. Earle is the founder of Johnny Cupcakes Inc., the “world’s first t-shirt bakery,” and will share about how he built a global brand through creativity and customer experience. The cost of the keynote speech is included in your registration.

The ARA has designated 10 areas for regional receptions for attendees to connect, network, share insights, and celebrate regional leaders for their contributions to the rental industry. These have been joint before, but through attendee feedback, event planners have decided for more intimate connection after the first day of the show. 

For Hammes, the show is a chance for members to come meet with staff, make connections, and get involved. She adds:

I think that’s the best way to learn more in the industry: volunteer to be on a committee, serve on a state board, get engaged in some way. Most of the time the people that end up on our national board are just people who went to a show and started talking to people or went to one meeting. A couple days of your time could pay years and years of dividends.

Special Events

Careful planning has gone into positioning special events throughout the show. In an effort to avoid stacking sessions on top of tradeshow hours,  you’ll find special events scheduled for before the show and after floor hours. Attendees will find two new events happening.

New for 2026 is a brunch hosted by Women in Rental on March 1, 11:30-1 with Henna Pryor, speaker and author, sharing insights to help rental professionals thrive in a rapidly changing industry. Learn actionable strategies to navigate uncertainty with confidence, calm, and clarity, including powerful tools to boost mental agility, resilience, and team performance.

Also new is the Content Creator Hub located in the lobby where members can find the chance to connect with The ARA Show via industry podcasts or even record episodes of their own. 

(Editor’s Note: Email us about your own equipment rental podcast at [email protected].)

Additional events include:

• Young Professionals Cocktails & Contacts (new format) – a panel will share experiences and top advice for succeeding as a young leader. Attendees can ask questions, participate in discussions, and network in a relaxed setting with a hosted bar and casual mingling.
• ARA Industry Awards Dinner & ARA Foundation 50th Anniversary Celebration, sponsored by Ditch Witch and Mi-T-M Corp. with a live and silent auction facilitated by Ritchie Bros. Auctioneers – celebrate with everyone to witness the new inductees into the Rental Hall of Fame with a live charity auction and a chance to with a new 2026 Ford Bronco (or $50,000 cash), provided by ARA Insurance.
• Hear from ARA’s vice president of advocacy Kevin Gern and special guests on key legislative issues impacting your rental business in the Government Affairs Breakfast.
• The Tuesday Night Event will be held at Universal Studios Florida. A portion of the park have been reserved for ARA members, creating the perfect setting for a memorable evening of fun, networking, and celebration.
• Throughout The ARA Show, keep an eye out for Associate Members who will be celebrating 50+ years exhibiting.
• The ARA are encouraging everyone to stop by their booth in the equipment portion of the tradeshow to meet the staff, grab a snack or beverage, and try your skills with a featured surfing game and a cash grab. Since it’s an “events” year, they’ll also be highlighting their latest safe testing initiative with a live demonstration of a new ground testing tool.  

Hammes sees The ARA Show as more than just another industry event, but more of a chance for rental pros to connect, learn, and grow in a dynamic environment. “Whether you’re seeking cutting-edge strategies, exploring new products, or enjoying Orlando’s attractions with your family, this show offers something for everyone,” she says. “We look forward to welcoming you and making this experience truly unforgettable.”

What (Else) to do in Orlando

Orlando truly has something for everyone, making it one of the top destinations to mix business with leisure. There are offers endless opportunities for relaxation and adventure.

“Orlando is such a family friendly place is it just really gives off that family reunion feel,” says Hammes. “People have a tendency to bring more people [from their company]. You see more kids and they just have so much fun.”

• Explore ICON Park, home to the Orlando Eye and a variety of dining and entertainment options
• Families will love WonderWorks, an interactive “edu-tainment” attraction
• Madame Tussauds Orlando for fun photo ops.
• For theme park enthusiasts, Universal Orlando Resort and SeaWorld are just minutes away, offering world-class rides and experiences.
• Prefer something more laid-back? Stroll through Lake Eola Park or
• Enjoy the scenic beauty of the Winter Park Boat Tour.

See you at the show!